The feminine hygiene brand Always has always made it their goal to empower girls worldwide by educating them about puberty and their cycle, so they can feel confident. In 2013, they released a campaign called #LikeAGirl that would resonate with the next generation of consumers. Since then the campaign has been successful, sparking a movement and conversation.

Always’ epic battle to stop the drop in confidence for girls continues after they recently released a new video for the #LikeAGirl campaign featuring a surprising subject.

Emojis.

They’re fun! They seem harmless. But could they actually be affecting women today? Always asked.

In the most recent #LikeAGirl video, they interviewed a group of teenage girls and proposed the question do emojis represent them? Their answer was no.

“Girls love emojis but there aren’t enough emojis to say what girls do. That’s just how things are.”

Emojis has become the newest digital craze in which it is a small icon that expresses an idea, emotion and more through electronic communication. It can even represent a person.

“They’re all pink,” said one girl. “There’s no girl in the profession emojis…unless you count being a bride as a profession.”

While we never think twice about emojis, Always points out that maybe we should. They could be the culprits of reinforced harmful stereotypes.

Always, has a strong commitment to improving women’s confidence and well-being, could they have crossed the line with their #LikeAGirl campaign? The video has almost 10 million views on YouTube with reactions split 50/50.

This 21^st century, we seem to take everything out of context and way too personally. The battle for creating equality among others may be our end goal, however, there are others way of starting the movement and Always may have crossed the line.

There is no doubt that the #LikeAGirl campaign has been successful and encouraging, creating a difficult experience like puberty and turning it into a positive one. If negativity is not part of their mission, what good is it to take something insignificant and turn into a big deal?

Emojis are intended to be gender-neutral, although most are a male figure. Controversy occurred even before when the public criticized the figures were not ethnically diverse.

I support Always’ #LikeAGirl campaign, however, I do not believe that there is a lack of representation for girls everywhere. Our generation has created equal opportunities for individuals everywhere in comparison to the past. If an emoji makes you feel stereotyped and depressed, it doesn’t mean you’re being sensitive, it means you’re being senseless.

Hashtags are a great marketing tool for brands and social movements, however, should be thought of carefully. Despite their good intentions, Always’ recent #LikeAGirl video falls short of getting their message across to audiences.